3. Brand
3
The world of the mobile
phone market is crowded.
The diverse products
available range from the
simple to the complex and
every manufacturer offers
the latest features.
The market is crowded
with Samsung, Sony,
LG, HTC etc.. fighting it
out at the top.
Also, several less
successful brands
like Toshiba, Sony,
Microsoft, blackberry
are trying hard to
make it into the top
competitor's market
share.
However, Samsung
replaced all its
competitors and it is
now the number one
brand in markets,
effectively dislodging
Nokia from that
position.
So what made
Samsung special
from others? Why did
customers choose
Samsung? The
answer lies in what
the ‘brand Samsung’
means to customers.
4. 4
Samsung Group,
North Korean based
manufacturer of
mobile phones, has
been steadily and
consistently working
on its corporate
brand name over the
years.
It has made a
conscious effort to
manage consumer
perceptions of its brand
These efforts of
creating a ‘brand’
image in the
customer’s minds
paid off for
Samsung.
It escalated its position
to become the number
one brand in several
markets around the
world.
Thus, you can see that
a strong brand leaves
an imprint on the
customer’s minds. Let
us understand more
about brands and
brand management.
Samsung has
successfully built a
corporate brand that
associates ‘trust’
and ‘strong
technology’ with the
word ‘Samsung’.
Brand
Image
5. Branding
5
Not in the
Market
Need
Awareness and
research
Consideration
&
Compassion
Procureme
nt
Beyond
Brand
Reach
Potential &
generate
demand
Provide Customer
with information
may need to
business
Win lose or stay
in contact to
create future
sales
6. Brands for Consumer
6
Sourceof
Product
Sourceof
Product
Consumer can
easily make a
purchase
decision based
on brands.
Consumer
usually find
brands which
satisfy their
need.
Consumer can
easily make a
purchase
decision based
on brands.
Consumer
usually find
brands which
satisfy their
need.
Lower
Risk
Lower
Risk
Less cost
of
searching
fora
choice
Less cost
of
searching
fora
choice
Symbol
of Quality
Symbol
of Quality
Symbolic
device
Symbolic
device
Brands means
lower purchase
risk to
consumers as
they are dealing
with a product
or organisation
that they trust.
Brands means
lower purchase
risk to
consumers as
they are dealing
with a product
or organisation
that they trust.
If the customers
recognise a
particular brand
and have
knowledge about
it, they make
quick purchase
decision and save
lot of time. Also,
they save search
cost of product.
If the customers
recognise a
particular brand
and have
knowledge about
it, they make
quick purchase
decision and save
lot of time. Also,
they save search
cost of product.
Consumers see
‘brands’ as a
symbol of quality
and remain
committed and
loyal to a brand as
long as they believe
that the brand will
continue meeting
their expectations
and perform in the
desired manner
consistently.
Consumers see
‘brands’ as a
symbol of quality
and remain
committed and
loyal to a brand as
long as they believe
that the brand will
continue meeting
their expectations
and perform in the
desired manner
consistently.
Brands plays
a significant
role in
signifying
certain
product
features to
consumers.
Brands plays
a significant
role in
signifying
certain
product
features to
consumers.
7. Brands for Sellers
7
Means of
Competitive
Advantage
A brand helps the
firms to provide
consistently a
unique set of
characteristics,
advantages, and
services to the
buyer/consumers.
A brand helps the
firms to provide
consistently a
unique set of
characteristics,
advantages, and
services to the
buyer/consumers.
Legal
protection
of product
‘s features
Satisfied
Customer
Means of
Profits
Brands help to
protect the
unique
features/traits of
products by legal
copyrights.
Brands help to
protect the
unique
features/traits of
products by legal
copyrights.
Brand
represents
values, ideas
and even
personality and
hence leads to
an assortment
of memories in
customers
mind and hence
satisfied
customers.
Brand
represents
values, ideas
and even
personality and
hence leads to
an assortment
of memories in
customers
mind and hence
satisfied
customers.
Brands form the
basis of
purchase
decision among
consumers and
thus are a means
of financial
profits.
Brands form the
basis of
purchase
decision among
consumers and
thus are a means
of financial
profits.
